Dental SEO campaigns can be a great way for a dentists to spend their marketing budget; an SEO campaign can be very good value and it is fairly easy to measure return on investment. The problem is working out which keywords that you have invested in optimizing are bringing in that return or if there is no return you need to change what you are doing.
A dental SEO campaign will often start off with some of the most obvious keywords and perhaps even some keywords that competitors are using. It could well be that a competitor in another area is doing well with a certain set of keywords and you may be able to do the same and adapt them for your local area, further keywords can be researched from an initial set.
Dentists are of course focused on a certain geographic area, as yet dentistry can’t be provided over the internet. Dental SEO then should consider looking for relevant local keywords with the name of areas, town and city names, state names and other local related words as part of longer phrases.
You may assume that some keywords will be popular that in fact won’t be searched for very much or won’t be very relevant. The right keywords should be searched for a lot and the number of searches can be easily researched, they must be searched for by the right people: this is a little more difficult to judge. Some terms can be ambiguous such as ‘dental hygiene’ this could be someone looking for information such as articles, someone looking for products such as mouthwash as well as people looking for dentists. A term like ‘Tampa Bay dental surgeries’ though is much more specific and relevant and research will show whether this is searched for more or less than phrases such as ‘Tampa Bay dentists’ or ‘Tampa Bay dentist service’.
Even when you know how relevant a keyword is though and that it has a high level of traffic you can still find that one term you use for your dental SEO campaign works better than another. By tracking what customers do once they come to your site from Google or another search engine you can see which keywords are most likely to lead to a most wanted response or valuable action such as a customer sending a request for information or going to your contact us page.